Tata Motors has launched its passenger cars in the West African country Ghana. The company is offering its entire range of passenger cars – Indica, Indigo sedan and Indigo station wagon – and SUV's like the Sumo and Safari.
Three retail outlets have been set up in major cities and the company would establish service centres in six locations. Distribution would be handled by Tata Ghana Limited and a local distributor. Tata Motors has been selling commercial vehicles in Ghana since 1974. Its commercial vehicles are well accepted in the Ghanian market as they are among the most affordable.
Passenger car market in Ghana, like many African countries, is dominated by used-car imports from Europe. Helped by liberal import policies, most major global auto companies also have dealerships in Ghana. Among other Indian companies, Maruti has a dealership in the capital city Accra.
Tata Motors has been successfully expanding its marketing footprint across Africa. The company is already a major player in the commercial vehicles segment in countries like South Africa and Senegal. Its Spanish associate, Hispano Carrocera, has an assembly line for buses in Morocco.
Tata Motors had launched its passenger cars in South Africa last year. Its Indica hatchback model has been well accepted in that market and the company is readying to launch Safari and Sumo models as well. The company claims that its brand is one of the fastest growing ever in South Africa. The company also has presence in other African countries like DR Congo, Ivory Coast, Kenya, Tanzania, Zambia, Uganda and Madagascar.
"Ghana has traditionally been an important market for Tata Motors. We are confident that the passenger vehicle range will be seen to offer superior value to customers in Ghana. Over the coming years, we are positive that Tata Motors will grow in Ghana. We aim to obtain a significant share of the new car market in Ghana", said Divyendu Kumar, head - international business, passenger cars of Tata Motors.